The following describes the creative framework which GAC will use when working with departments:
Set clear and more specific objectives: This is crucial in briefing and directing an agency. This means making strategic choices about how the initiative supports the communications goals and objectives, what the ad is to serve, as well as the need to manage client expectations.
Integrate the four service attributes: These characteristics (Accessible, Respectful, Reliable and Innovative) are embedded in the organization. When people receive a message, information or a service from the Government of Canada, they should think of these.
Test your creative: Who is the target audience? Is the information relevant, helpful and easy to understand? Is the language appropriate?
Include a call to action: What do we want the audience to do (and how will you measure the outcome?)
Use the Government of Canada corporate look, signature and FIP: We must ensure consistency in our identifiers to help citizens recognize and access the government.
Give citizens the CHOICE: Continuously remind citizens that they have a choice with respect to HOW they can access government programs and services. Ensure the access points are ready to provide the service or information (fulfillment).
Manage all aspects of your campaigns in accordance with the Communications Policy: Ensure that advisors delegated to the task know and follow the Acts, policies and procedures set in place to ensure effective communications management.
Integrate and develop cross-promotions: How is the campaign anchored in the broader communications goals and priorities of the government and the department and what other activities are planned to improve the impact of the campaign?